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Einfhrung in die Marketing-Gleichung
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Dirk Lippold erlutert mit der Marketing-Gleichung die Struktur und den Handlungsrahmen fr den Entwurf einer schlagkrftigen Marketing-Konzeption. Die Marketing-Gleichung beschreibt im Rahmen der Wertschpfungskette des Unternehmens die Aktivitten des Aktionsbereichs Marketing/Vertrieb als Kernprozess mit seinen Aktionsfeldern (Prozessphasen) Segmentierung, Positionierung, Kommunikation, Distribution, Akquisition und Betreuung. Die prozessbezogene Perspektive ergnzt die instrumentelle Perspektive und damit die statische Sichtweise der Marketinginstrumente.
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